Blue Bunny reimagines its mascot
Blue Bunny unveiled a reimagined version of its blue-furred mascot, Blu.
The refreshed character arrives as part of Blue Bunny’s broader brand evolution to be introduced in its upcoming national “Freeze The Moment” campaign. Rolling out this spring, Blu’s debut and the Freeze The Moment campaign celebrate families seeking connection and finding shared sweetness in the everyday.
The inspiration for the new Blu emerged from a desire to better align the brand’s visual identity with its primary audience and boost family connection. Together, Blue Bunny and creative agency partner Digitas, thoughtfully developed the new Blu as a supporting role for families: a warm, playful guide who helps bring moments of togetherness to life.
“We’re so excited to welcome the new Blu to the world,” said Isabella Chia, chief marketing officer, Wells Enterprises. “His debut is especially meaningful as he was created with families like our own in mind. Blu brings families together amid hectic schedules and everyday stresses, reminding them to press pause on the moment and enjoy time together over a sweet treat.”
Blu has been a brand staple since Blue Bunny’s inception in 1935. The brand’s aim was to evolve Blu, from his original appearance as a more realistic rabbit, into a living embodiment of Blue Bunny’s brand purpose and personality. The result is a character rooted in “effortless fun”. Blu possesses a fun-loving, carefree disposition that promotes shared joy in a way that feels easy, natural, and accessible. Designed to resonate with every member of the family, Blu comes to life as an imaginative, whimsical, and trustworthy extension of the Blue Bunny brand.
Unlike the traditional purpose of a brand mascot, Blu was intentionally written in as a guide, only to complement the beloved Blue Bunny frozen treats. He prefers to stay out of the spotlight to keep families front-and-center. His presence helps bridge generations through simple, joyful interactions. It’s the gentle reminder parents need to be present and playful and for children to stay curious and full of delight.
As Blu is welcomed into the full Blue Bunny ecosystem, consumers can begin spotting him hopping across national advertising, social media, and digital platforms. Starting April 27, find Blu among his favorite Blue Bunny frozen dairy treats at BlueBunny.com. At every touchpoint, Blu will appear thoughtfully and intentionally, encouraging more discovery of everyday sweetness and keeping the focus on what matters most: time spent together.
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